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Posts Tagged marketing programs

Actions Speak Louder Than Words at Inman Connect

I recently attended Inman Connect in San Francisco, a real estate technology conference featuring the latest online developments for real estate and swarms of high tech minds.  And, while I gained new insights into the future of real estate marketing technology, I couldn’t help but make the following observation. 

As I registered, I was handed a printed and bound program – with at least 20 ads for online real estate sites and services. The bag I received was full of fliers and promotional items – and every one was imprinted with a website. Each day, as I walked into the general session, every chair was piled with multiple printed fliers advertising services found only online.  On the trade show floor, every single vendor passed out printed fliers detailing their typically online only offering. Noticing a trend? 

As I listened to speakers from many of these same companies warn how the life span of print advertising was limited at best, I thought it ironic that they, themselves, chose print and other offline sources to capture the attention of attendees, leave a lasting impression and drive traffic to their sites at this event.  Actions speak louder than words.

As I sit in my office flipping through various B2B magazines targeted at the real estate industry and count the printed ads for online real estate sites, my suspicion is that they know an integrated media marketing campaign including both offline and online channels is still the most effective.  

One can only wonder how much the “print is dead” rhetoric is out of self-interest for their online only business models.  Their actions certainly did not mimic their words.

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Social media can amplify marketing, Carat CEO says

An interesting Q&A with Martin Cass, the recently-appointed CEO of Carat’s U.S. operations on AdAge that’s worth taking a moment to read. Cass shares a good overview of the state of the advertising business today. A particularly interesting moment is Cass’ perspective on the impact of social media to marketing programs.

The idea of earned media — where users share your message with their own network of connections — is becoming more broadly accepted. The techniques for driving this sharing have to focus on content that creates the impetus for engagement.

clipped from adage.com

Ad Age: Sarah Fay’s big push was on social media. What did you learn from that and how much did it change your thinking about planning media buys?

Martin Cass: The really interesting thing about social and the vehicle that carries it is this idea of earned media — the idea that in the social world you can get pass on and that can incrementally increase your reach and effect. This whole principal of bought, earned and owned media is going to be a really powerful model for the future, and social is one big chunk of it. But it’s how do you ensure that your message is amplified through pass on and how do you get that to happen? And the digital and social-media world is definitely the place to do that with scale.
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